Google Tag Manager Setup for Beginners
What Is Google Tag Manager (GTM)?
Google Tag Manager is a free tool that lets you install and manage tracking scripts called "tags" on your website. Instead of adding code manually, you use GTM's interface to create triggers, events, and tracking rules. For a high-level overview of how this fits into your broader data strategy, see The Ultimate Guide to GA4 and Web Analytics for Small Businesses.
With GTM, you can track:
- Contact form submissions
- Phone number clicks
- "Get a Quote" button clicks
- Scroll depth
- Video engagement
- File downloads
- Lead magnet sign-ups
This makes GTM one of the most powerful tools for small businesses that rely on leads rather than e-commerce sales.
Why Small Businesses Should Use GTM
Most small business websites don't track nearly enough. They measure pageviews, maybe sessions, but not the actions that actually generate revenue. GTM solves this by giving you full control over what you track.
Benefits of using GTM:
- No need to edit website code
- Faster tracking setup
- Fewer developer bottlenecks
- Cleaner, more accurate analytics
- Easy integration with GA4 and Google Ads
- Ability to track real business actions
For Edmonton businesses running Google Ads, GTM is essential for accurate conversion tracking and better campaign optimization.
Step 1: Create Your Google Tag Manager Account
Start by visiting tagmanager.google.com and creating an account. You'll set up a container, which is essentially the tracking hub for your website.
Once created, GTM gives you two code snippets:
- One for the
- One for the
Add these to your website once, and you'll never need to touch your code again.
Step 2: Install GA4 Using GTM
Instead of installing GA4 directly on your website, you'll install it through GTM.
Inside GTM:
- Click New Tag
- Choose GA4 Configuration
- Paste your GA4 Measurement ID
- Set the trigger to All Pages
- Save and publish
This ensures GA4 loads on every page and gives you full control over future tracking.
Step 3: Set Up Basic Tracking (Scrolls, Clicks, Forms)
GTM makes it easy to track common interactions. These interactions serve as the foundation for GA4 Events, Conversions, and Custom Dimensions.
Scroll Tracking
- Create a new trigger
- Choose Scroll Depth
- Track vertical scrolls at 25%, 50%, 75%, 100%
Outbound Link Clicks
- Trigger: Click -> Just Links
- Condition: Click URL does not contain your domain
Form Submissions
- Trigger: Form Submission
- Enable "Check Validation"
- Add filters to avoid false positives
These events can then be sent to GA4 as custom events.
Step 4: Track Phone Number Clicks
For service-based businesses, phone calls are one of the most important conversions. If you want to dive deeper into this specific area, check out our guide on How to Track Phone Calls and Offline Conversions.
To track phone clicks:
- Create a Click Trigger
- Condition: Click URL starts with "tel:"
- Create a GA4 Event Tag
- Name the event something like "phone_click"
- Connect the trigger
This lets you see how many users tap your phone number, especially mobile visitors.
Step 5: Track "Get a Quote" or CTA Button Clicks
If your website has a main call-to-action, you should track it.
- Inspect the button to find its CSS class or ID
- Create a Click Trigger using that selector
- Create a GA4 Event Tag
- Name the event "quote_request" or something similar
This helps you understand which pages drive the most leads.
Step 6: Test Everything Before Publishing
Use Preview Mode in GTM to test your setup:
- Click your phone number
- Submit your form
- Click your CTA buttons
- Scroll down the page
Make sure all events fire correctly. Then check GA4's DebugView to confirm the events are being received.
Step 7: Publish Your Container
Once everything works, click Submit in GTM to publish your changes. Your tracking is now live.
Final Thoughts
Google Tag Manager is one of the most valuable tools a small business can learn. It gives you complete control over your tracking, helps you measure real conversions, and ensures your GA4 data is accurate and actionable. For Edmonton businesses competing in crowded markets, GTM can be the difference between guessing and truly understanding your customers.
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